Velvet Hammer Music and Management Group
Encyclopedia
Velvet Hammer Music and Management Group is an artist development and management company and record label
located in West Hollywood, California
in the United States. Its current client roster includes Afghan Raiders, Alice in Chains
, Coheed and Cambria
, Cypress Hill
, Deftones
, Jackson Guthy
, Scars on Broadway
, Sparta
, System of a Down
and Touche Amore
.
. Through his creation of the marketing company Streetwise Concepts and Culture, a fan volunteer network that assembled over the Internet for grassroots promotion, Beno tapped into the power of youth marketing to promote the group. Within three years, he was able to build an army of over 30,000 kids through the platform to distribute promotional items to their friends on behalf of bands he managed through “hand-to-hand” promotion.
deal to move the Velvet Hammer music label from Atlantic Records
to Columbia Records
over a several year period. Under the terms of the deal, Velvet Hammer clients Taproot
, Poison the Well
and Gratitude
would continue to record with Atlantic, while Benveniste signed One Republic to Columbia. Afterwards, Sony/ATV and Velvet Hammer Music collaborated to publish the ASCAP award winning song "Apologize" by One Republic. Benveniste already had a long established relationship with Columbia and its parent, Sony
, having first brought System of a Down
to Columbia in 1996 and at one time managing Mudvayne
, signed to Sony
company Epic Records
. In 2008, Velvet Hammer signed a three-year deal with Sony
subsidiary RED Distribution
, which handled the marketing and publicity for Taproot's album Our Long Road Home
.
In 1999, Velvet Hammer was drawn into a feud with Fred Durst
of Limp Bizkit
when Taproot chose to sign with Velvet Hammer Management rather than Interscope.
Record label
In the music industry, a record label is a brand and a trademark associated with the marketing of music recordings and music videos. Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion,...
located in West Hollywood, California
West Hollywood, California
West Hollywood, a city of Los Angeles County, California, was incorporated on November 29, 1984, with a population of 34,399 at the 2010 census. 41% of the city's population is made up of gay men according to a 2002 demographic analysis by Sara Kocher Consulting for the City of West Hollywood...
in the United States. Its current client roster includes Afghan Raiders, Alice in Chains
Alice in Chains
Alice in Chains is an American rock band formed in Seattle, Washington, in 1987 by guitarist and songwriter Jerry Cantrell and original lead vocalist Layne Staley. The initial lineup was rounded out by drummer Sean Kinney, and bassist Mike Starr...
, Coheed and Cambria
Coheed and Cambria
Coheed and Cambria is an American progressive rock band from Nyack, New York. Formed in 1995, the group incorporates aspects of progressive rock, punk rock, metal and post-hardcore....
, Cypress Hill
Cypress Hill
Cypress Hill is an American hip hop group from South Gate, California. Cypress Hill was the first Latino hip-hop group to have platinum and multi-platinum albums, selling over 18 million albums worldwide...
, Deftones
Deftones
Deftones are an American alternative metal band from Sacramento, California, founded in 1988. The band consists of Chino Moreno , Stephen Carpenter , Chi Cheng , Frank Delgado , and Abe Cunningham . Currently Sergio Vega is standing in on bass while Cheng recovers from a car accident...
, Jackson Guthy
Jackson Guthy
Jackson Guthy is a 15 year old American singer-songwriter. He started playing piano at age four, and began writing songs at age nine. Guthy performed his debut single "Loving" on The Ellen DeGeneres Show in April 2011, and later released its video in August 2011.In April 2011, Guthy was listed on...
, Scars on Broadway
Scars on Broadway
Scars on Broadway is an American-Armenian rock band, founded by System of a Down members Daron Malakian and John Dolmayan. The band's eponymous debut album was released on July 29, 2008....
, Sparta
Sparta
Sparta or Lacedaemon, was a prominent city-state in ancient Greece, situated on the banks of the River Eurotas in Laconia, in south-eastern Peloponnese. It emerged as a political entity around the 10th century BC, when the invading Dorians subjugated the local, non-Dorian population. From c...
, System of a Down
System of a Down
System of a Down, also known by the acronym SOAD and often shortened to System, is a rock band from Southern California. The band was formed in 1994. It consists of Serj Tankian , Daron Malakian , Shavo Odadjian and John Dolmayan...
and Touche Amore
Touche Amore
Touché Amoré is an American melodic hardcore band that was formed in 2007.The band released their debut 7" demo on No Sleep Records in September 2008. After a few west coast tours, the band went back into the studio to record their full length entitled ...To the Beat of a Dead Horse. The album was...
.
Early beginnings
The company was founded in 1997 by David Beno Benveniste, expanding out of Benveniste's independent music management practice. Beno was born and raised in Beverly Hills, California, and graduated from the University of Southern California. He began a career in the music industry after developing the band System Of A DownSystem of a Down
System of a Down, also known by the acronym SOAD and often shortened to System, is a rock band from Southern California. The band was formed in 1994. It consists of Serj Tankian , Daron Malakian , Shavo Odadjian and John Dolmayan...
. Through his creation of the marketing company Streetwise Concepts and Culture, a fan volunteer network that assembled over the Internet for grassroots promotion, Beno tapped into the power of youth marketing to promote the group. Within three years, he was able to build an army of over 30,000 kids through the platform to distribute promotional items to their friends on behalf of bands he managed through “hand-to-hand” promotion.
Moving the business forward
In 2004, Benveniste signed a joint ventureJoint venture
A joint venture is a business agreement in which parties agree to develop, for a finite time, a new entity and new assets by contributing equity. They exercise control over the enterprise and consequently share revenues, expenses and assets...
deal to move the Velvet Hammer music label from Atlantic Records
Atlantic Records
Atlantic Records is an American record label best known for its many recordings of rhythm and blues, rock and roll, and jazz...
to Columbia Records
Columbia Records
Columbia Records is an American record label, owned by Japan's Sony Music Entertainment, operating under the Columbia Music Group with Aware Records. It was founded in 1888, evolving from an earlier enterprise, the American Graphophone Company — successor to the Volta Graphophone Company...
over a several year period. Under the terms of the deal, Velvet Hammer clients Taproot
Taproot (band)
Taproot is a four-piece rock group from Ann Arbor, Michigan. They are most known for their hit single "Poem" , as well as a number of other singles from 2000 to the present.-Pre-formation:...
, Poison the Well
Poison the Well (band)
Poison the Well was an experimental hardcore band from Miami/Ft. Lauderdale, Florida who were last signed to Ferret Music. Guitarist Ryan Primack and drummer Chris Hornbrook were the only remaining members of the band who were involved since their inception, although vocalist Jeffrey Moreira was...
and Gratitude
Gratitude (band)
Gratitude was formed in 2000 by Mark Weinberg and Thomas Becker . Initially called the Collision, the band was joined by Bob Lindsey on bass and Robby Cronholm on vocals...
would continue to record with Atlantic, while Benveniste signed One Republic to Columbia. Afterwards, Sony/ATV and Velvet Hammer Music collaborated to publish the ASCAP award winning song "Apologize" by One Republic. Benveniste already had a long established relationship with Columbia and its parent, Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
, having first brought System of a Down
System of a Down
System of a Down, also known by the acronym SOAD and often shortened to System, is a rock band from Southern California. The band was formed in 1994. It consists of Serj Tankian , Daron Malakian , Shavo Odadjian and John Dolmayan...
to Columbia in 1996 and at one time managing Mudvayne
Mudvayne
Mudvayne is an American heavy metal band. Their work is marked by the use of sonic experimentation, innovative album art, and elaborate visual appearance, which has included face and body paint, masks and uniforms...
, signed to Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
company Epic Records
Epic Records
Epic Records is an American record label, owned by Sony Music Entertainment. Though it was originally conceived as a jazz imprint, it has since expanded to represent various genres. L.A...
. In 2008, Velvet Hammer signed a three-year deal with Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
subsidiary RED Distribution
RED Distribution
RED - An Artist Development Company is a Sony Music Entertainment-owned sales and marketing division that handles releases for over sixty independent record labels....
, which handled the marketing and publicity for Taproot's album Our Long Road Home
Our Long Road Home
Our Long Road Home is the sixth studio album and third independent album by alternative metal band Taproot and was released on September 16, 2008...
.
In 1999, Velvet Hammer was drawn into a feud with Fred Durst
Fred Durst
William Frederick "Fred" Durst is an American musician, director, producer and actor, well known as the frontman of the band Limp Bizkit.-Early life:...
of Limp Bizkit
Limp Bizkit
Limp Bizkit is an American rock band from Jacksonville, Florida. Formed in 1995, the group's lineup consists of Fred Durst , Wes Borland , Sam Rivers , John Otto and DJ Lethal . The band achieved mainstream success with their second studio album Significant Other, released in 1999...
when Taproot chose to sign with Velvet Hammer Management rather than Interscope.